Before 196, Coca-Cola beverages were basically produced singly. Later, they gradually merged and acquired the equity of some enterprises, and gradually developed into various business operations, including producing fruit juice, processing coffee and tea, producing plastic packaging materials and water purification systems.
At that time, customers were full of praise, striving for this "new formula" of Coca-Cola. Since then, Coca-Cola has become a popular beverage mixed with Coca-Cola syrup and carbonated water. And it was sold in a pharmacy in Atlanta on May 8, 1886. But it is two American lawyers who can really make Coca-Cola show its strength. They went to the office of the boss of the Coca-Cola Company at that time, Ace Jane Daoning, and put forward an innovative way of business cooperation, that is, the Coca-Cola Company sold them syrup, and the companies and sales points they invested in their own production mixed the syrup with water, bottled it and sold it. According to the requirements of Coca-Cola Company for production and quality assurance, Coca-Cola Company allowed them to use Coca-Cola's trademark to advertise. With this special bottling system, factories producing Coca-Cola have blossomed everywhere since then. In 1888, Asa Chandler saw the delicious market prospect, bought its shares and mastered all its production and sales rights. Chandler began to sell the stock solution for making drinks to other pharmacies, and also began to advertise on billboards in railway stations and town squares. In 191, the advertising budget had reached 1, dollars. In 1899, Chandler sold the first assembly franchise of this beverage for 1 dollar, because he believed that this beverage would be mainly sold in beverage machines in the future. In 1886, the Coca-Cola Company was established, and Chandler was called "the father of Coca-Cola".
in 1919, Erntst-Woodruff bought Coca-Cola Company from Asa Chandler's heirs for $2.5 million. In 1923, his son Robert W．Woodruff, one of the most important figures in Coca-Cola's history, became the CEO of Coca-Cola. Woodruff began to work with the company's bottling franchisees. No matter when consumers want Coca-Cola from him, he pushed bottlers to make drinks "readily available when needed" and stressed that if Coke could not be obtained immediately when consumers were thirsty, the market would be lost forever.
in 1929, Coca-Cola and its bottlers provided open-topped freezers to shops and gas stations at extremely low prices to sell bottled Coca-Cola. In 1937, the company launched the first coin-operated vending machine, and Woodruff launched an advertisement with the theme of lifestyle for Coca-Cola. The advertisement highlights the importance of the product in consumers' lives rather than the attributes of the product itself. The most famous advertising slogan of the product in the 192s and 193s was "The Pause That Refreshes". The company continued to own the original bottling line near Atlanta and began to buy back some bottling franchises that were not well managed. Woodruff also began to develop Coca-Cola's international business, mainly through export. Perhaps his most famous move is a decision to respond to the call of General Dwight David Eisenhower at the beginning of World War II and ensure that every soldier can get a bottle of Coca-Cola at a price of 5 cents anywhere, regardless of the cost. Coca-Cola's bottling plant, with the American army pushing to the world, gained an absolute dominant market share in Europe and Asian countries, and this dominant position remained until 1991.
In the years immediately after World War II, Coca-Cola left its nearest rival Pepsi-cola far behind, occupying nearly 7% of the cola market, and hundreds of small regional soft drink companies continued to produce various flavoring agents, occupying the remaining 3% of the market.
In 1954, the sales and profits of Coca-Cola declined for the first time since World War II. In 1955, the company replaced the bottle that had been used since 1916 and expanded its capacity to 12 ounces. In the late 195s, Coca-Cola introduced coke bottles with larger capacity, which could be sold in food stores. In 1961, Coca-Cola began to sell its canned drinks like bottled coke.
In p>1976, Paul Austin, CEO of Coca-Cola, pointed out in an article that the consumption of soft drinks in the United States was mature (saturated) and the largest sales growth of Coca-Cola would come from the international market. By 1982, sales in the international market accounted for 62% of Coca-Cola's total beverage output.
in p>1981, when Robert Goizueta, a Cuban-born chemical engineer, was elected as the CEO of coca-cola, industry observers were surprised. Goizueta's first action after taking office was to issue a 12-word strategic statement, proposing that Coca-Cola Company should make significant changes and focus on the growth of the soft drink market in the United States.
Goizueta declares that the company will regard the brand name of Coca-Cola as a competitive asset and will no longer regard it as sacred and inviolable; The price discount strategy will be used only when it is necessary to maintain Coca-Cola's dominant position. In 1981, the industry price discount reached a new level of intensity. At the end of the year, nearly 5% of Coca-Cola and Pepsi were sold at a discount in food stores. That year's Nielsen audit showed that the cost of Coca-Cola in 192 ounces was slightly lower than that of Pepsi.
Goizueta also announced that it will raise the price of Coca-Cola syrup juice to finance the increasing advertising and promotion expenses. In order to cancel the fixed price of syrup, Coca-Cola Company revised the franchise agreement that had existed for 6 years, and agreed to sell concentrated products (saccharin-free) to some of its largest bottlers in exchange for the revised agreement.
In p>1982, Coca-Cola changed its advertising theme. Goizueta said: "With our new slogan' ‘Coke is it', we proudly show that we are the first; Our previous slogan' ‘Have a Coke and Smile' was very good, but we are in fierce competition. This slogan is like a folk song. The competitive momentum has shifted from Purchase,New York (the headquarters of PepsiCo) to Atlanta.
the p>Goizueta strategic plan also expands the corporate strategy of Coca-Cola. The company's private coffee and tea industries were sold, as were plastic manufacturing companies and liquor companies. In 1982, aware of the growth potential of the film and television industry and its synergy with marketing, Coca-Cola acquired Columbia Film Company in 1982. Goizueta said that Coca-Cola will become "a strong enterprise in both the beverage industry and the entertainment industry". Coca-Cola also made changes to the bottling network. The company encourages poor bottlers to sell their management rights and sell most of their bottling points through lever merger. Between 198 and 1984, 5% of Coca-Cola production was changed in franchise. Coca-Cola executives pointed out that the company played a certain role in the purchase, and in many cases, provided funds for potential buyers. The company sometimes holds a share in the newly licensed bottlers, but remember to maintain an independent bottling network. By 1985, Coca-Cola's bottling plant only produced 11% of its output.
For Coca-Cola's bottling network, this change has continued since Robert Goizketa in the early 198s. In the mid-198s, among the 35 franchisees of Coca-Cola, 15-2 offered to transfer their franchise rights. In 1986, Coca-Cola Company bought back its two largest franchise rights, which were owned by Beatrice and J．T．Lupton Company, a privately-owned bottler of Coca-Cola, accounting for 15% of the output of Coca-Cola in the United States and 4% of that of Dr．Pepper. The acquisition of these two companies has increased Coca-Cola's own bottling output from 11% to 38%.
these mergers culminated in the establishment of Coca-Cola Enterprise Group (CCE) and the sale of 51% shares to the public in November 1986. After CCE was founded, it re-negotiated with its suppliers and sales channels, consolidated the main markets, cut 2% of the labor force, and reduced costs through unified distribution and raw material procurement. In 1986 and 1987, the net selling price of each case of coke in CCE decreased by 2.5%. In 1989, CCE bought 2% more Sutuo than in 1986, and CCE's profit was unstable throughout the late 198s.
At the end of 198s, Coca-Cola Company suggested that its franchise agreement should be replaced by "Master Bottle Contract" to reduce the fixed syrup price and Coca-Cola trademark franchise fee. By the end of 1989, the new contract covered about 7% of Coca-Cola production in the United States. Between 1978 and 1989, bottlers under the new contract experienced an increase of about 6% in the price of Coca-Cola syrup. Early 2th century: Bottled Coca-Cola was packed in wooden ice boxes with sliding lids, but people couldn't help themselves to drink it because it was behind the counter. This kind of box is mostly used to refrigerate pork and fish, butter and cheese on weekdays, so it doesn't have Coca-Cola's own label. Later, an employee of the bottling factory sawed the syrup box into two parts, one for ice and the other for bottles. Thus, the idea of a beverage cooler was born. Later, people added a sliding cover and a bottom bracket.
in the 191s, George S. Cobb Sr., the owner of the bottling plant of West Point and Lagrange, was the first person who contributed to the invention of coin-operated vending machines. In 1912, he patented the machine named Vend-all. This machine can hold 12 bottles of Coca-Cola in total. However, 12 bottles are still too few for people, and the production cost is very high, so this vending machine has not been used on a large scale.
in the 192s, the world's first metal Coca-Cola refrigerator was called Icy-O, which looked very heavy and consumed a lot of ice. Although there are many shortcomings, compared with the previous one, its effect is still very good. Although the price was as high as $1, in 1928, at least 5, units were sold.
in p>1929, the Glasock Brother factory in mance produced the first refrigerator approved by coca-cola company. It is rectangular, opened from the top, and can hold 72 bottles of coke, 5 pounds of ice, plus 4 boxes of coke with additional storage space. The price of each machine is only $12.5. In the first year alone, 32, units were sold, at least six times that of other refrigerators.
193s: When it comes to Coca-Cola refrigerator, most people think of that machine called Big Red Cooler, which was designed by the famous industrial designer Elliot Wharton in 1934. In the whole process of machine development, Wharton is mainly responsible for the design part. The Coca-Cola Engineering Department and Westinghouse Electronics Co., Ltd. are jointly responsible for integrating higher energy efficiency and durability into Wharton's unusual design. The investment effect is very impressive. In 1937 alone, 15, units were sold.
In the mid-193s, the Mills “47 "with a right angle could accommodate 14 coca-cola bottle and accepted direct coin purchase. The coin slot of the previous machine was added, but The Mills "47" is a complete unity with the fuselage. People can buy drinks directly from the refrigerator without a waiter, so Coca-Cola can be bought in many other places except shops, such as offices, stadiums and gas stations.
194s: When commercial aviation became more and more mainstream and cheaper in the 194s, Coca-Cola Company found that it was a new mode of approaching consumers-even when people were traveling. Airline workers push vending machines to provide bottled coke for passengers. For convenience, one side of this vending machine is equipped with a bottle lift. In order to meet people's demand for Coca-Cola in any occasion, it is only one of the methods of Coca-Cola Company to make the vending machine very small.
A white cola refrigerator has been developed. This model of Coca-Cola is more eye-catching and occupies less space, which is loved by store owners.
195s: In 1955, the red Coca-Cola refrigerator took on a new look. The round white top design is more close to the home refrigerator.
the first lighted vending machine came into the market in 1959. Its fuselage is square design, which is more modern.
198s: In 198s, in Malaysia, a British tourist offered $3, to buy an old Coca-Cola vending machine that had been used for 4 years, but the businessman who owned it declined: "What should I do if it is damaged during transportation?"
do you know that the first commercial Coca-Cola vending machine in the former Soviet Union was in the lounge of Mezhunarodnaya Hotel in Moscow in the late 198s?
In p>1988, businessmen in Indonesia pushed tricycles or trolleys with refrigerators to sell Coca-Cola in the crowded streets of Jakarta.
In p>1988, Japan added 26, new machines to the original 7, Coca-Cola vending machine system. In the same year, the United States also added 1 thousand units.
Indonesia's soft drink market is thriving under the catalysis of Coca-Cola system. The vending machines used locally are made of plastic, and one is only 3 dollars. And these outdoor and hand-push vending machines make Coca-Cola's sales increase exponentially. Between 1985 and 1988, at least 55, machines were added. Coca-Cola's annual per capita consumption has doubled to nearly four times.
in 1989 alone, 2, vending machines were added in France.
as early as early as 1989, local vending machines in Japan had the function of cooling and heating drinks, and at the same time, the machines could talk to customers-and the latest function was that drinks could be bought without stuffing money into them. This latest machine in Japan, in addition to accepting cash transactions, was originally designed to use prepaid credit cards. In order to use this function, people have to buy disposable cards from a card vending machine first. Subsequently, when the card is inserted into the vending machine, the beverage distribution and sales information is recorded in the computer of the machine. Roughly speaking, in Tokyo in 1989, there were 7 plug-in vending machines in use.
199s: In France in 199, Coca-Cola Company put 1.